Knowledge and Understanding
On successful completion of this module students will be able to:-
1. Critically evaluate the links from the corporate to the marketing strategy and methods of delivering an organisations corporate mission and vision.
2. Develop marketing strategies to establish an organisation’s global competitive and sustainable stance to achieve the organisation’s strategic intent and deliver its value proposition.
3. Develop strategic marketing plans, using synergistic planning processes, ensuring they are within the resource capabilities of an organisation.
Transferable/Key Skills and other attributes
On completion of this module students will have had the opportunity to :-
I. Practice a range of communications and technology skills through oral presentations, written submissions, seminar discussions and debate.
II. Develop research and information gathering skills.
III. Work collaboratively with others.
IV. Enhance analytical and evaluative skills using data, articles and other lecture, seminar and own researched materials.
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Details of the taskAddress the following question:
Address the following question:
Each student will carry out a study of a company1 applying the various marketing strategy-related tools and concepts covered in the module. You will develop feasible marketing strategies plan, using synergistic planning processes,to establish an organisation’s global competitive and sustainable stance to achieve the organisation’s strategic intent and deliver its value proposition.
1Students should select one of the following companies: Facebook, Wikipedia, Uber (with a focus on the UK market), Airbnb (with a focus on the UK market), and Alibaba. Students will have a better understanding of this assignment if they read some of the following articles:
Libert, B., Wind, Y(J), and Fenley, M.B. (2014), “What Airbnb, Uber, and Alibaba have in common”, Harvard Business Review, available at: https://hbr.org/2014/11/what-airbnb-uber-and-alibaba-have-in-common.
McRae, H. (2015), “Facebook, Airbnb, Uber, and the unstoppable rise of the content non-generators”, The Independent, available at: https://www.independent.co.uk/news/business/comment/hamish-mcrae/facebook-airbnb-uber-and-the-unstoppable-rise-of-the-content-nongenerators-10227207.html.
As a guide you should2:
• Summarize your findings through executive summary (10%)
• Introduce your chosen company in terms of its recent performances, such as marketing activities and financial performances (5%)
• Apply suitable marketing tools to analyse your chosen company
o The current situation analysis – macro environmental (10%)
o The current situation analysis – your market place (10%
o The current situation analysis – your customers/prospects (10%)
o The current situation analysis – your brand(s) (10%)
• Provide strategic marketing plans (recommendations)to your chosen company
o Yourmarketing objectives and goals (5%)
o The target audience (10%)
o The marketing strategy (20%)
• Present your work effectively (10%)
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